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master's thesis
Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:171095
Lučić, Niko
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Lučić, N. (2023). Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:171095

Lučić, Niko. "Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:171095

Lučić, Niko. "Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:171095

Lučić, N. (2023). 'Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:171095

Lučić N. Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:148:171095

N. Lučić, "Uloga utjecajnih osoba prilikom kupovine kućanskih uređaja", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:171095

Metadata
TitleUloga utjecajnih osoba prilikom kupovine kućanskih uređaja
Title (english)The role of influencers in consumer decision making when purchasing household appliances
AuthorNiko Lučić
MentorIvan Strugar (mentor)
Committee memberSunčana Piri Rajh (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-07-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Sve veća popularnost koju posjeduju utjecajne osobe potiče na niz istraživanja uloge utjecajnih osoba. Posebno se u tim istraživanjima želi vidjeti kako utjecajne osobe utječu na kupovne navike potrošača. Razvoj društvenih mreža rezultirao razvojem novih oblika oglašavanja u marketingu, jedan od njih je utjecajni marketing. Zahvaljujući svojim sposobnostima, znanjima ili karakteru, utjecajne osobe utječu na stavove i odluke potrošača. Temeljni cilj ovog diplomskog rada je utvrditi ulogu utjecajnih osoba na potrošače prilikom donošenja odluke o kupovini kućanskih uređaja. Podaci primarnog istraživanja prikupljeni su provođenjem anketnog upitnika. Nakon provedenog anketnog istraživanja o ulozi utjecajnih osoba prilikom kupovine kućanskih uređaja, iz rezultata provedenog istraživanja je vidljivo da sudionici većinom smatraju da utjecajne osobe nemaju veliku ulogu u procesu kupnje kućanskih uređaja. Svakako pri zaključivanju potrebno je uzeti u obzir premali uzorak ispitanika te da se rezultati mogu promatrati samo kao indikativni. Postoji mogućnost da istraživanja provedena na reprezentativnom, tj. većem uzorku mogu dati potpuno drugačije rezultate.
Abstract (english)
The increasing popularity of influencers is prompting a number of studies on the role of influencers. In particular, these studies want to see how influential people influence the buying habits of consumers. The development of social networks resulted in the development of new forms of advertising in marketing, one of them is influencer marketing. Thanks to their abilities, knowledge or character, influential people influence the attitudes and decisions of consumers. The main goal of this thesis is to determine the role of influential people on consumers when making a decision on purchasing household appliances. Primary research data were collected by conducting a survey questionnaire. After conducting a survey on the role of influential people when buying household appliances, it is evident from the results of the conducted research that the majority of participants believe that influential people do not have a big role in the process of buying household appliances. Certainly, when concluding, it is necessary to take into account the too small sample of respondents and that the results can only be viewed as indicative. There is a possibility that research conducted on a representative, i.e. larger, sample may give completely different results.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:171095
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2023-07-13 08:09:26